What do Disney, Vogue and Nike have in common?
Besides the fact that they’re household names, they’re also some of the many companies who have been experimenting with using Shazam to enhance the reach of their advertising. You’ve probably used Shazam to identify a song in the past, since they started out as an app designed to make you the winner of “Name that Song.” But did you know that Shazam had evolved their technology to read pictures too, and created an entire marketing ecosystem out of it?
This past August, if you picked up Vogue’s September Issue (yes, the caps are necessary- trust me, the SI is a thing), you would’ve seen some cute ads from Target recreating iconic Vogue photos. But if you had scanned them using Shazam, you could’ve gone one step further, and been able to shop the items in the ads directly. You also could see the original iconic image by passing your phone over the ad, making for a fun old/new experience.
Disney made a separate little site for their movie Tomorrowland that was only accessible through Shazam. Outfront media is making it so that pointing your phone at their billboards takes you straight to the advertiser’s content.
For us, we think this new technology is really fun- it allows for more unique content opportunities, it engages your customers in a new way, and best of all it’s easy. (Well, for the consumer, anyway.) We love it whenever we’re able to remove one of the steps between our client and their clientele.